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Case study

Roma Chauhan

VSL collaborative online business events.

Abstract

Title

VSL collaborative online business events.

Subject area

The case is related to strategy of innovation, strategic marketing and brand valuation.

Student level/applicability

The case consolidates techniques and methodologies of businesses that demonstrate use of technology and innovation to attain competitive edge. It is appropriate for Master's, executive level programme and advance specialized courses of strategy and entrepreneurship. Introductory classes on basics of strategy and information technology will be value add for students.

Case overview

In the growing digital era of virtualization, the businesses are depended on technology to facilitate their multiple operations. Virtual events of conference and exhibition provide broad opportunity to connect and collaborate in real time across the globe. The case discussion applies to potential use of virtual platform as a collaborative tool to achieve business objectives. This case highlights the strategic decision making by an IT company – VSL, regarding product migration and services diversification. It focuses on considering the appropriate strategy of innovation and to make the right decisions.Strategy of innovation and marketing techniques applied by VSL management to sustain in the competitive environment describes the essence of the case. The case is written with the objective to enhance user conceptual understanding through VSL brand valuation and international strategic alliance with 6Connex.

Expected learning outcomes

The case familiarises the students with the complexities and challenges involved in a real business environment and put emphasises on the role of played by management for effective decision making. The case helps students to comprehend the relevance of innovation to achieve competitive edge. The case provides an opportunity of exposure to students so that they can understand the key elements of efficient marketing, strategy of innovation and brand valuation. (Elaborate teaching objectives are appended in the teaching note.)

Supplementary material

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Liz Lee‐Kelley, David Gilbert and Nada F. Al‐Shehabi

The recent concept of the “virtual exhibition” (VE) arose from an excess of demand over availability of traditional (physical) exhibitions. This initiative emerged from…

Abstract

The recent concept of the “virtual exhibition” (VE) arose from an excess of demand over availability of traditional (physical) exhibitions. This initiative emerged from the Association of Exhibition Organisers (www.aeo.org.uk) and paved the way for far‐sighted businesses to look to the Internet as an alternative platform. However, given its recent inception there is little empirical research on this promising new practice. This study examines the attitudes of organisers of Middle East exhibitions toward the use of the VE including its suitability in supporting international marketing activities. The evidence from this exploratory research, sampled from a selection of European and Middle‐Eastern senior managers, leads to the conclusion that there is a general agreement on the potential of the VE and that it is likely to be a useful medium for “product”, “promotion” and “price”, although not as strongly for “place”. The weaker response to place could be due to a preference in the use of VE to convey information rather than distribute goods. It could also be due to many companies currently being unable to automatically integrate Internet purchases through the VE with their fulfilment. The study also discusses the various operational issues, as well as the benefits and weaknesses that VE inception needs to address.

Details

International Marketing Review, vol. 21 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Article

Wu Jinlin and Huang Xiaoqin

Since our reform and open policy has been adopted, our exhibition industry has increased rapidly. Exhibitions are unique amongst new and established media in enabling…

Abstract

Since our reform and open policy has been adopted, our exhibition industry has increased rapidly. Exhibitions are unique amongst new and established media in enabling customers, prospects and industry colleagues to meet face to face. With the development of network economy, e‐commerce plays a major role on new economy stage. Undoubtedly, it will work on exhibition industry. This paper probes into how to combine e‐commerce with the exhibition industry effectively with particular reference to PR China.

Details

Kybernetes, vol. 33 no. 2
Type: Research Article
ISSN: 0368-492X

Keywords

Content available

Abstract

Details

Microelectronics International, vol. 22 no. 1
Type: Research Article
ISSN: 1356-5362

Keywords

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Article

Anja Geigenmüller

This paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication…

Abstract

Purpose

This paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication model, the paper aims to explore the determinants of value creation through virtual trade fairs, emphasising the impact of advanced information and communication technologies on contemporary marketing.

Design/methodology/approach

The paper is a conceptual work which derives research propositions from an extended literature review.

Findings

The paper provides a rationale for factors that determine value creation through virtual trade fairs. The exhibitor firm's understanding of the importance of information, network orientation, capability of customer integration, and relationship attributes are proposed as influences on the effectiveness of virtual trade fairs.

Research limitations/implications

The research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly approaches to developing measures of effectiveness for virtual trade fairs and for developing integration and interdependencies with other communication instruments.

Practical implications

Referring to existing arguments about the pros and cons of virtual trade fairs, the paper provides a deeper understanding of the content and effectiveness of virtual trade fairs.

Originality/value

The paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of virtual trade fairs, the paper enriches research on trade fair issues.

Details

Journal of Business & Industrial Marketing, vol. 25 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Maria Sarmento and Cláudia Simões

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The…

Abstract

Purpose

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and engagement platforms in service ecosystems.

Design/methodology/approach

The empirical study combines qualitative interviews (n = 16) with trade fair organizers, exhibitors and visitors and a survey (n = 263) comprising open-ended questions administrated to visitors of an international trade fair.

Findings

Findings highlighted the general role that trade fairs have in facilitating companies’ interactions with existing and potential customers. The trade fair develops in physical and virtual platforms, where companies advance business relationships and generate learning experiences and customer engagement. Participants look for solutions to problems and frequently innovation is a consequence of the engagement and learning processes. Yet, while the physical trade fair is instrumental for human personal interaction, namely, to establish informal networks of contacts and face-to-face interactions, virtual trade fairs are highlighted as a catalyst to foster interactivity and connectivity before and after the physical trade fair.

Research limitations/implications

The study endures limitations that may be addressed by future research. For example, studies in similar contexts and in other settings (e.g. different industries) are warranted.

Practical implications

The study offers wide-ranging implications for the principal agents from the trade fair industry: trade fair organizers, exhibitors and visitors.

Originality/value

This research constitutes a preliminary attempt to understand the association between physical and virtual trade fairs and contributes to the discourses on customer engagement and the underlying notion of service ecosystems in the trade fair environment. In particular, the study looks at the role and connections that each platform plays for organizers and participants providing important insights into improving physical and virtual trade fair participation strategies.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Nicola Raimo, Ivano De Turi, Alessandra Ricciardelli and Filippo Vitolla

This study aims to analyse the level of digitalization in the cultural industry. More in detail, it aims to examine the determinants and effects of the digitalization…

Abstract

Purpose

This study aims to analyse the level of digitalization in the cultural industry. More in detail, it aims to examine the determinants and effects of the digitalization level of museum organizations and the role played by the COVID-19 pandemic in the adoption of digital technologies.

Design/methodology/approach

In order to answer the research questions, this study uses the multiple case study methodology. In particular, three different museum organizations operating in the Apulian context were examined.

Findings

The findings show that the adoption of digital technologies derives from the desire to attract more visitors, reduce costs, improve the visitor experience and adapt to competitors. On the contrary, they show that the lack of funding represents a drag on the adoption of digital tools. In relation to the effects, the findings show financial advantages connected to an increase in revenues and a reduction in costs and non-financial benefits connected to an improvement of the intangibles. Finally, the results show that the COVID-19 pandemic has accelerated the adoption of digital technologies.

Originality/value

This work enriches the current literature through the analysis of the drivers and effects of digitalization in the museum industry and through the focus on COVID-19. Furthermore, to the authors’ knowledge, this is the first study that examines the level of digitalization of museum organizations in the Apulian context.

Details

International Journal of Entrepreneurial Behavior & Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-2554

Keywords

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Article

Dengdeng Wanyan and Jiahao Hu

The purpose of this paper is to understand the consumption and demand of Chinese citizens for public digital culture, and make suggestions for government-supported public…

Abstract

Purpose

The purpose of this paper is to understand the consumption and demand of Chinese citizens for public digital culture, and make suggestions for government-supported public digital culture providers.

Design/methodology/approach

Through a questionnaire survey, this study investigates the provision of public digital cultural services (PDCS) from the perspective of consumption and demands.

Findings

The results indicate: the Chinese populace as a whole had low expenses on digital cultural services, and had not effectively utilized them to support their own development; significant disparities exist between demographics, particularly between urban and rural residents; the populace were strongly interested in participation in public digital culture, but the services had low actual utilization rates; and the services had been unable to meet the users’ quality-related demands.

Originality/value

The first study to approach the provision of PDCS from the side of consumption and user demand.

Abstract

Details

The Electronic Library, vol. 25 no. 2
Type: Research Article
ISSN: 0264-0473

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Article

Kento Goto, Misato Kotani and Motomichi Toyama

Currently, the results of database acquisition are variously expressed, but it seems that users’ understanding degree will be improved by expressing some search results…

Abstract

Purpose

Currently, the results of database acquisition are variously expressed, but it seems that users’ understanding degree will be improved by expressing some search results such as images of products of shopping sites in three dimensions rather than two dimensions. Therefore, this paper aims to propose a system for automatically generating 3D virtual museum that arranges 3D objects with various layouts from the acquisition result of relation database by SuperSQL query.

Design/methodology/approach

The study extended the SuperSQL to generate 3D virtual reality museum using declarative queries on relational data stored in a database.

Findings

This system made it possible to generate various three-dimensional virtual spaces with different layouts through simple queries.

Originality/value

It can be said that this system is useful in that a complicated three-dimensional virtual space can be generated by describing a simple query and a different three-dimensional virtual space can be generated by slightly changing the query or database content. When creating a virtual museum, if there are too many exhibitions or when changing the layout, the burden on the user will be high. But in this system, it is possible to automatically generate various virtual museums easily and reduce the burden on users.

Details

International Journal of Pervasive Computing and Communications, vol. 14 no. 2
Type: Research Article
ISSN: 1742-7371

Keywords

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